Senco Gold Share Price Falls 1.83% As Company Signs ₹68 Crore Deal To Acquire 68% Stake In Melorra Brand

Senco Gold Limited has signed agreements to acquire a majority stake in August Jewellery Private Limited (AJPL), which operates the Melorra jewellery brand. The transaction forms part of the company’s plans to expand its digital business and reach younger jewellery consumers.

The agreements were signed on 25 October 2026 with AJPL and its existing shareholders. The proposed investment will be made through fresh equity shares, with the proceeds earmarked for business expansion and the settlement of existing liabilities. The acquisition remains subject to conditions set out in the transaction documents.

After the announcement, Senco Gold shares were trading at ₹303.65 on 26 October 2026 on the National Stock Exchange. The stock was down ₹5.66, or 1.83%, against its previous close of ₹309.30. It opened at ₹306.85, reached an intraday high of ₹307.10 and fell to a low of ₹301.00.

Melorra Deal: Financial And Ownership Details

Including the acquisition by a promoter group entity, the overall holding in AJPL is set to reach 79%, according to the company’s stock exchange filing.

Why Senco Gold Is Acquiring Melorra

Melorra focuses on lightweight, fast-fashion jewellery inspired by global runway trends. The business designs, manufactures and sells jewellery made from gold, silver, precious stones and other materials. It also uses technology to introduce new designs regularly.

The brand operates 20 stores across India, which Senco Gold currently manages as its master franchisee. Bringing the business under its subsidiary structure would combine Melorra’s design and e-commerce capabilities with Senco Gold’s existing operations.

The company said the investment supports its long-term growth plans, with a focus on digital sales, omnichannel retailing, operational efficiency and customer experience.

Melorra Turnover And Acquisition Timeline

AJPL recorded turnover of ₹97.93 crore in the financial year ended March 2026, compared with ₹33.25 crore in 2024–25 and ₹173.63 crore in 2023–24.

Senco Gold has indicated February 2027 as the expected completion date, subject to possible changes by mutual agreement. The filing states that no governmental or regulatory approvals are required for the transaction. Contractual conditions must still be fulfilled before completion.

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